The project is about fostering intercultural relations in multi-ethnic districts through raising the level of interaction of businesses with each other and their communities.
The project was first implemented in 2012 in Fort Pienc, a neighbourhood with an important presence of Chinese families (18% of foreign population) where llong-established businesses were closing down and being bought up by Chinese and Pakistani family businesses. The city initiated the establishment of a Retail Association to help revitalise the neighbourhood and manage community relations. In collaboration with the association, a strategic plan was prepared. It enabled the introduction of intercultural mediators and interpreters, starting with an expert in Chinese language and culture and, later, another working with the South Asian community, who went door to door in the shopping district.
Initially, it was hard to convince shopkeepers that there would be benefits to them and their communities by engaging. Little by little they became aware that joining the association could be a way of accessing valuable information, and a way of improving their image in the neighbourhood as good citizens who make a positive social and economic contribution. Another challenge was to persaude them of the value of opening up to, and interacting with, each other and the wider community. To overcome these challenges the association organised activities for its members (annual and members of the Board meetings) as well as public events (fairs, festivals, etc.).
Originally, the goal was to bring together into the Retail Association diverse shopkeepers of different backgrounds to foster local development. Now other kinds of organisations such as local immigrant organisations (Chinese language schools), institutions (Casa Asia, the Confucius Institute, Universitat Autònoma, etc), cultural facilities (National Theatre) non-profit organisations (ACCEM-refugees) and private enterprises are also encouraged to join. There has been an organic process of federating the local actors to foster initiatives, ideas and collaborations.
The Retail Association has now become a catalyser of all local initiatives, both economic (fairs, shopping campaigns) and cultural (local festivals, exhibitions). The social and cultural activities carried out in the neighbourhood involve all communities (e.g. the health fair involved ayurveda, acupuncture, blood donation and herbalist stands) and promote participation, interaction and mutual acknowledgement in public spaces.
The Retail Association is a place where all local shopkeepers can find useful information (in different languages), develop advocacy for common interests vis-a-vis the administration, and train to keep their business up-to-date with new technology.
Project XEIX was awarded first prize in the Council of Europe’s Diversity Advantage Challenge in 2015.